Year: 2021
Type: article
Study design: Observational Study
Abstract: As online purchasing grows in importance, the interest of enhancing the online purchasing experience also increases.Although considered as 'a reason to play', gamification is established as a successful set of activities to motivate and engage end-users, consumers, patients and students.However, limited research has been conducted concerning the impact of game elements on s-commerce purchasing behaviour.Hence, this paper aims to investigate the effect of game elements in user behaviour for consumers who purchase via social media with the relationship being moderated by game experience.For hypotheses testing purposes, this study uses PLS-SEM and independent sample t-test to examine 721 questionnaires gathered via an online survey.The findings reveal that game elements positively and significantly influence user behaviour but the relationship is not moderated by game experience.This confirms that gamification is a concept extending beyond games and if designed and applied accurately it may induce dull experiences with fun and joy.
Institutions: Tomas Bata University in Zlín, AAB College
Language: English
Subfield: Developmental and Educational Psychology
Field: Psychology
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4245576320